Markets & Advertising

Librarian: Jennifer Garrett

Market Research Reports . Consumer Research . Branding & Packaging . Advertising . Regulation . Sample Plans

Market Research Reports

 Mintel Reports

  • Provides reports on consumer attitudes, lifestyles, and trends.
  • Tracks product innovation in relation to select companies.
  • Lists advertising agencies.

 Passport GMID Euromonitor

  • Offers Market Share statistics on many consumer product categores.
  • Provides reports on consumer attitudes, lifestyles, and trends.
  • Covers North America (U.S., Canada), Asia-Pacific, World

 Frost & Sullivan Reports

  • High-Technology and Industrial sectors.

Consumer Research: Geographies, Demographics, Psychographics, Sociographics

 Mintel Reports
Next Consumer attitudes and purchasing habits.

Allows you to map demographic and points of interest data.

American Fact Finder (U.S. Census)

Log Into North Carolina (LINC) (N.C. State Data Center)

Facts & Figures (NC OSBM, State Data Center)

Spending and Time Use Surveys (Bureau of Labor Statistics)

SRI Data - Tapestry Market Segmentation System

  • Identify top three neighborhood lifestyles by ZIP code.
  • Community Tapestry Handbook (PDF) .

Handbook of Marketing Scales: Multi-item Measures for Marketing and Consumer Behavior Research
Books DH Hill Library , Learning Commons HF5415.3 .B323 1999

Branding and Packaging Products

Brands and their Companies
Books DH Hill Library, Learning Commons T223.V4 A22
 Available through Gale Directory Library

 Business Source Complete
Next Advanced search Next limit by "product review" or click on More Options and search by "product name".

 Lexis Nexis Academic
Next Power search Next limit by index term "branding" or "product management".

Next Search for "packaging" or "marketing".

Advertising & Media

Search for articles on your topic using the databases below (you can cross search these databases at the same time in EBSCO. Once you are in EBSCO, look for "Search Other Databases" or "Choose Databases"):

Advertising Red Books - Advertiser & Agencies
Find advertising agencies used by large companies, and major accounts held by agencies, medium of advertisement used and total expenditure figures.

Direct Marketing Market Place
Books DH Hill Library, Learning Commons HF5415.1 .D57
Find companies that use direct marketing and those that supply them: catalogers, consultants, creative services, list brokers, telemarketers, letter shops, publications, associations and events.

Broadcasting and Cable Yearbook
Books DH Hill Library Stacks (4th floor) HE8689 .B77

Gale Directory of Publications and Broadcast Media
Books DH Hill Library, Learning Commons Z 6951 .A97
Available online through Gale Directory Library.

Advertising Age Data Center

Advertising Research Foundation - Councils
Most of the content on this site is restricted to members or at cost, but individual Council pages provide free access to PDFs of powerpoint slides from previous meetings.

American Marketing Association
Free registration gets you access to webinars and reports related to marketing.

All Advertising Agencies
Helps you screen and identify ad agencies based on venue/ad type, industry, annual budget and zip code.

Regulation of Marketing in U.S.

Marketing practices are regulated at the federal, state and local levels. Generally, federal regulations apply to interstate commerce, and state and local regulations govern intrastate commerce. Below are three major regulatory bodies that play a part in product labeling practices and advertising claims:

Federal Trade Commission - Business Information

 Food & Drug Administration - Information for FDA-Regulated Industry

 Federal Communications Commission

Sample Marketing Plans Marketing Virtual Library

How to Create an Effective Marketing Plan Marketing Plans

Marketing and Strategic Planning